Design principles: aesthetic-usability effect
How successful products use aesthetics to their advantage
Why do I always have to play around with the devices on display in the Apple store? Why do I always look a fraction of a second longer at the Smeg kitchen appliances than any other brand? I know I won’t buy anything, I just want to see their products. They are well-designed devices, but I’ll probably never buy one. Yet somehow, they have created some sense of loyalty in me. I’ve never stopped at the Samsung equivalent, but I always stop at the Apple store. Somehow the aesthetic design nearly makes me forget how much I dislike* the Apple ecosystem as a whole…
*Disclaimer: I own half an iPad.
Definition
The aesthetic-usability effect is defined as a user’s bias to perceive an attractive product as more intuitive or usable, as opposed to a less aesthetically pleasing alternative. This bias presents itself regardless of whether or not the more pleasing product is actually easier to use. It relates to the attractiveness bias, but in this article, we’ll focus only on this effect and its relationship with product design.
Masaaki Kurosu and Kaori Kashimura, researchers from the Hitachi Design Center in Tokyo demonstrated this effect in their study. They found that:
the apparent usability is less correlated with the inherent usability compared to the apparent beauty. […] This suggests that the user may be strongly affected by the aesthetic aspect of the interface even when they try to evaluate the interface in its functional aspects, and it is suggested that the interface designers should strive not only to improve the inherent usability but also brush up the apparent usability or the aesthetic aspect of the interface.
In other words, users are prone to be influenced by the aesthetics of an interface, even when trying to evaluate only the usability of the system.
On the other hand, this effect can only be used up to a point. The aesthetic-usability effect allows users to forgive minor usability issues. Aesthetics and functionality are meant to work together. Very good UI and visuals are not a substitute for poor usability.
Aesthetics are a big part in terms of emotional response to your design. Pleasing designs foster positive attitudes more than unattractive designs, which in turn, make people notice design flaws less. People develop feelings toward designs that make them feel happy.
Think about how Apple does it. Customer loyalty is built on providing some of the most aesthetically pleasing electronic devices ever created, even though iOS isn’t without its flaws. How many times have you deleted an app because the UI was a terrible mix of colors and unappealing elements? You just can’t be compelled to continue using it, even if the app has great usability. Meanwhile, other apps are succeeding while having minor technical issues, and users forgive it when it crashes and you have to restart the process, just because it is pleasant to look at. Such positive feelings all factor in the long-term usability and overall UX.
Detecting and interpreting this effect in user research
Keeping all of this in mind, let’s break down a user’s experience and try to analyze the effects that this phenomenon can have on our design decisions and resource allocation when creating a product. There are two characteristics that we are analyzing in this case: aesthetics and usability, the two most important factors when assessing the overall user experience.
Positive comments in user research regarding aesthetics can unintentionally hide usability issues. It is up to the designer to identify when instances of the aesthetic-usability effect are taking place. This is done by comparing what a user does and how akin it is to what they say.
Let’s imagine a user tests a product, be it an app, a kitchen appliance, or a toy, and we can tell they are having difficulty getting through the different tasks assigned. After the test, the user comments vaguely on the pleasing interface of the app, the beautifully machined buttons on the oven, or the bright colors of the toy, we as designers should consider why no usability feedback is given:
Possibility 1: The user feels pressured to say nice things. Normally this is due to the user thinking that the interviewer is also the creator of the product. Reassure them that you are there to learn about your product and that you should hear the constructive criticism only they can provide! Of course, you should refrain from showing emotion when they give you the hard truths unless you want them to continue saying things that aren’t constructive.
Possibility 2: The user feels pressured to comment. They can’t think of anything to say about the usability, so they default to the visual elements of the design. Make them feel comfortable and assure them that what they have to say will be very helpful for designing a great product.
Possibility 3: The aesthetic-usability effect is in play. In this case, we have to lead the users past the visual elements and provide helpful insight into the functionality and usability. It is best if they do not realize that they are being led this way because we want them to talk about their experience, not answer explicit questions. This is why vague questions like “Could you comment on how easy or hard it was to find this functionality in the product?” are best to lead the conversation towards the usability of the product.
Conclusion
Of course, as we all know, to design a product we can’t only analyze aesthetics and usability. Different designs can supersede an aesthetically pleasing solution, in favor of other characteristics (accessibility, affordability or system constraints), but we should always strive to design aesthetically. They are perceived as easier to use, and users are more tolerant of minor issues with usability. The best design is one that uses aesthetics to support and enhance the content and functionality of the product.
